This Memphian’s Designs Are in Gift Shops All Over the Country

Making ordinary items extraordinary has been a longtime passion for Catherine Tatum, owner of Classic Legacy Custom Gifts. The Memphis-based business creates custom gifts for boutique retailers, museums, hotels, and resorts nationwide. Whether designing a wine bottle stopper, painting oyster shell art, or at her drill press, Tatum is energized by creating. “When I design gifts, I am always thinking about where they will end up,” she says. “I want my gifts to bring joy and be part of happy memories.”

Catherine’s creations have graced gift store shelves all over — from local staples like The Peabody and Graceland to historic landmarks like Monticello and grand hotels like the Biltmore, the Waldorf Astoria New York, Hotel Del Coronado, and The Venetian. Get to know this creative FACE of Memphis!

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What inspired you to start Classic Legacy?

I began Classic Legacy as a young mother of two small girls. It was 1985, and hair accessories were big. I had resigned from my five-year teaching career to be a mom, but I wanted to contribute financially to our family income. I’ve always enjoyed being creative and love to make things.

I saw creating hair bows as an opportunity and employed other young mothers to help. It exploded, and I sold primarily to small luxury stores and a few department stores. From there, I expanded to accessories for women and even imported tortoise accessories from France.

Eventually, I hired a sales rep and ended up at the Atlanta Merchandise Mart, selling wholesale gifts to stores all over the United States. I also began creating home accessories and gifts. Wine charms and bottle stoppers became big hits for me.

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How has your business evolved over the years?

In the beginning, it was a very local and regional business. But after marketing in major showrooms in Dallas, Atlanta, New York, and Los Angeles, I was able to expand my reach. I was chosen to create gifts for the New Orleans Tricentennial in 2017, and after that, I began selling both retail and wholesale — I was able to expand my website to reach even more clients.

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Who are some of your biggest clients, and what kind of gifts do you create for them?

I’ve designed custom gifts for Lansky’s at the Peabody Hotel, Cotton Tails in Memphis, Biltmore, Monticello, Warren Buffett’s Berkshire Hathaway Convention, the gift store on top of the Empire State Building, The Venetian Resort, Hotel Del Coronado, Waldorf Astoria New York, Hotel Monteleone in New Orleans, The Brown Hotel in Louisville, Memphis Country Club, Elvis Presley Enterprises, Oak Brook Polo Club, The French Antique Shop in New Orleans, The Grand Hotel in Michigan, and Del Mar National Horse Show.

The gifts I have designed for these clients include wine bottle stoppers, wine glasses, carriers, coolers, charms, bourbon glasses, magnets, notepads, letter openers, paperweights, photo frames, trinkets, large trays, cuff links, purse mirrors, money clips, key rings, earrings, bracelets, hair accessories, and oyster shell art. My favorite local collection is the  “Ron Olson Art Memphis Gift Collection,” sold at Feelin’ Memphis, Novel, and on my website.

I’ve worked closely with Ron and Vicki Olson to create marble wine coasters, bottle stoppers, wine carriers, and notecards with the Memphis-themed guitar art for which Ron is famous.

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What has been your greatest challenge in building your business and maintaining its success?

One of the biggest challenges has always been being on the lookout for new opportunities. Knowing when to be content to work with what I have and develop strong relationships with existing clients is also a challenge. So many wonderful women have worked alongside me to make Classic Legacy possible. With their help and the support of my family, it has grown and survived.

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How has the gift market changed through the years, and how have you navigated those changes?

I like to say I’m a lifelong learner. That’s a good thing because I’ve had to learn so much! The biggest change has been the advancement of technology. Initially, I would go in person to markets to introduce myself and physically show what I created. I also hired representatives when I was at various markets.

Now, I market via my website. My biggest traffic drivers are Pinterest, Google, and YouTube. I market by sharing new “pins” and creating YouTube videos. I also market with email to stay on top of my customers’ minds and reach out to potential clients. And I still use the telephone! I also like learning about new technology that can help me be creative. Canva is one of my favorite tools.

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As a solo entrepreneur, how do you stay motivated and nurture your creativity?

I read the Wall Street Journal and my local newspaper, The Daily Memphian. I love to “read” by listening to podcasts and books via Audible. My favorite podcasts are The Marketing School, The Digital Marketer, Remarkable People, Perpetual Traffic, The Simple Pin, TED Business, Windowsill Chats, and This American Life.

I have recently discovered Say It Southern and The Gatherers, and I love both! I’m a member of a book club with bright and fun readers. One of my recent favorite books is The Lost Bookshop. It’s a very creative story that is not business-oriented. I’m inspired by other creators. I love to check out new designers at local events and visit museums. The Dixon Museum and Gallery is one of my favorite places to go any time of the year to reflect on beauty and nature.

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How do you give back to the community, and why is that important to you?

Several years ago, I attended a local Memphis festival/outdoor market. As I was getting ready to leave, I heard someone call out my name from a booth. It was [someone from] My Cup of Tea, a local Christian-based nonprofit in Orange Mound started by my friend Carey Moore. They needed someone to help take photos and post them on social media, and I knew I could provide those skills.

Now, I love to visit the tea house once a week, learn more about the ladies employed there, and share the good news this venture brings to Memphis. I have also mentored some of the ladies and shared my jewelry-making techniques with them.

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What is the most unique gift you have created over the years?

A winery in Roswell, New Mexico, asked me to develop a bottle stopper with an alien theme!

What new design projects are you excited about? What’s on the horizon?

I recently had the opportunity to create custom gifts for gift stores in state capitol buildings, including Texas, Pennsylvania, Ohio, and Oklahoma. My goal is to reach even more state capitol gift stores with unique gifts featuring their flags.

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What’s the best piece of advice you’ve ever received?

Be a lifelong learner!

Name three things you can’t live without (aside from faith, family, and friends).

Visiting my family farm in Missouri, growing flowers in my garden, and Saturday mornings playing with my grandchildren.

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And, our final lightning round of questions!

Last delicious local meal: Vood00 Salmon at The Half Shell
Favorite vacation spot: Fort Morgan Beach, AL
Favorite Memphis venue: My husband and I are season ticket holders to The Memphis Symphony. I love to go to the symphony or see a good play or musical at The Orpheum.
Book(s) on your bedside table: Table for Two by Amor Towles, the Bible
Your go-to birthday gift (to give) and where to get it: Since I design gifts, I often give something I have made. My latest go-to gifts are Nutcracker Christmas ornaments and oyster shell art that I create from real oyster shells.

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